In recent years, both management and marketing fields have emphasized on the management of customer complaint behavior and？ badness behavior. However, there has been no empirical research yet. Thus, this study tests a model that uses service justice...

In recent years, both management and marketing fields have emphasized on the management of customer complaint behavior and？ badness behavior. However, there has been no empirical research yet. Thus, this study tests a model that uses service justice variable perceived by customer to explain one forms of complaint behavior and badness behavior, which is mediated by negative affectivity. The customer complaint behavior and badness behavior scale is developed for empirical research. And this thesis is the first systematic study, combining theoretical inference with empirical research on the underemphasized issues of consumer complaint behavior and badness behavior, in comparison between Chinese Hotel Industry and Korean Hotel Industry.
The presented research model is based on a in-depth study of the previous model, this dissertation builds 6 hypotheses and conducts an empirical research with 578 sampled customer surveys from 6 hotel in China and Korea.
SPSS 15.0 and AMOS 7.0 are applied to analyze the survey. Factor analysis is introduced to reduce factors referred in the previous study.？
The results show that the model fits the data well and that nearly all of the hypothesized relationships constructed are supported. First, only interactional justice had no effect on negative affectivity in Korea and all the other justice had a significant effect on negative affectivity in China. Second, all justice sub dimensions had a significant effect on customer commitment. Third, negative affect and customer commitment which are proposed as mediating variable had a significant effect on customer complaint behavior and badness behavior. Implications of the results for the prediction and management of customer complaint behavior and badness behavior are discussed and future research directions are pointed.

Key words: customer complaint behavior , customer badness behavior. service justice, negative affectivity.

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